Using 360-degree filming and display technology in producing television reports via digital platforms and the extent of audience interaction towards them (a quasi-experimental study)

Latif Zaki Sidhom, George

doi:10.21608/jkom.2025.419547

Using 360-degree filming and display technology in producing television reports via digital platforms and the extent of audience interaction towards them (a quasi-experimental study)

Author

George Latif Zaki Sidhom

Faculty of Media Production, Galala University

10.21608/jkom.2025.419547

Abstract

This study aimed to identify the extent of the Egyptian audience's acceptance of television reports using 360-degree video technology via digital platforms, and to measure the impact of this technology on their enjoyment of the content and their interaction with it compared to traditional reports. The problem of the study lies in the challenge facing television reports in light of the rapid development of digital media technology and the transformation of the audience from a passive recipient to an active user. The study relied on the theories of information representation and the unified theory of acceptance and use of technology (UTAUT). The study used the quasi-experimental approach, as a television report was produced about the pottery school in the village of Tunis in Fayoum using the techniques of regular imaging and 360-degree imaging. The study sample (150 individuals) was divided into two equal groups: a control group that watched the traditional report and an experimental group that watched the report using 360-degree technology.
The results showed a clear superiority of the experimental group in terms of knowledge, interaction, and satisfaction with the report. The experimental group also showed a higher ability to remember and understand the details of the report, and positive attitudes towards accepting and using the technology. The results confirmed that 360-degree video technology added a different and useful viewing experience, which enhanced audience interaction with the content. The results also indicated some challenges in implementing this technology on a large scale, such as the need for multiple platforms that support viewing with this technology, and media cadres trained to produce this type of content.

Keywords

References

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